(05) McDonald’s Canada Spec

MyMcDonald’s Rewards

Brand
McDonald’s Canada (spec work)
Discipline
Art direction, design
Deliverables
Print, out of home, merch
MyMcDonald’s Rewards key visual

What does a burger wear to meet its people?

MyMcDonald’s Rewards pays you back for what you already buy. This spec campaign fills in who it’s for: your squad rolls up on skateboards in ball caps, and your entire family comes in a toque, earmuffs and a hockey stick.

MyMcDonald’s Rewards, campaign asset 1
MyMcDonald’s Rewards, campaign asset 2
MyMcDonald’s Rewards, campaign asset 3
MyMcDonald’s Rewards, campaign asset 1

Rewardsfor blank.

A fill-in-the-blank line gives the campaign room to grow. Every new audience is a new headline and a new outfit.

  1. 01Concepted the Rewards for Blank platform
  2. 02Studied the menu and who orders what, pairing each item with a demographic
  3. 03Illustrated every character in Adobe Illustrator and art directed the poster series
  4. 04Extended the idea into out of home and merch
MyMcDonald’s Rewards, campaign asset 1
MyMcDonald’s Rewards, campaign asset 2
MyMcDonald’s Rewards, campaign asset 1
MyMcDonald’s Rewards, campaign asset 2